Sağlıklı Ürün Tercihinde Ambalaj Tasarımlarının Satınalma Davranışlarına Etkisinin İncelenmesi
Analysis of the Impact of Packaging Designs on Purchasing Behaviors in Preference of Healthy Products

Summary/Abstract: The purpose of this study is to determine the impact of the designs of packaging regarding healthy food products, which are prepared by taking the packaging elements and design factors into account, on the purchasing decisions of the consumers, and to provide information regarding the effective packaging designs to the designing students in the light of the obtained findings. The level of information and the attitudes towards healthy products of the consumers, who are aware of the fact that they need to have healthy nutrition but resort to harmful products because of the attractiveness of the food item’s packaging, reveal the significance of the study. The target population of the study consists of graduate school students pursuing their education in the province of Sinop. The packaging of the healthy products that are not noticed among hundreds of food products that are harmful for the health are revised according to their materials, shapes and design factors; and the participants are asked to choose the healthy food packaging among different designs. In the study, which includes 10 comparisons, it is observed that the packaging that supports the image of healthy product with high sales appeal had a positive impact on the purchasing behavior instead of the packaging that are designed without taking the audience, color choice and color psychology into account. It is believed that it would be useful to benefit from the findings and suggestions of this study in packaging design trainings; and it is suggested that the packaging of healthy products needs to be redesigned through the cooperation of manufacturing companies, organizations and institutions that are related to the public health.

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